Content Marketing Strategies: Turning Visitors Into Customers

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Online content is now considered more effective that straight-up advertising in attracting consumers to websites. According to Roper Public Affairs, 80% of decision-makers in the business world prefer to learn about a company through web content instead of advertisements. As many as 60% of these decision-makers feel that content provides them with information that helps them to make better decisions from a purchasing and product standpoint.

Online content marketing is a tool that is used to attract visitors to your site. It can include everything from online videos to whitepapers to infographics. If you examine your own business, you will most likely see that there are plenty of opportunities for the creation of online content. For example, blog posts can be created as content where you discuss emerging and new trends that impact your industry. Make sure the online content that you create is relevant to your target audience. Videos are another example of good online content. Videos can be used to communicate ideas or to demonstrate products that are easier to explain visually than they are in writing.

No matter what form you choose for your online content, you must make sure that it is interesting, useful and that it helps you to increase the credibility of your company with new customers as you teach them about your product or service. By creating a meaningful and compelling message, you will have a better ability to make visitors become customers if you can show how your service or product can be useful to them.

So when you focus your online marketing on building up your content, keep the following items in mind to help you in relating to your target audience:

1. Humanize your content

How often have you read an article that is so generic and bland that it seems like it was written by a content generating robot? When you create your online content, add some of your charming and nice personality to it because that will make your visitors feel more engaged, which will lead to them feeling a stronger connection with you.

2. Communicate succinctly

You will only have one chance to impress your new visitors and make them customers or potential leads, unless your business has a long track record with a brand name that is recognizable. Be sure to express all of your main points early so that the visitor will quickly get value from your content. This will allow the visitors to your website to see how your service or product can enhance their lives.

3. Be an expert

You are more familiar with your company and your product than anyone else. Therefore, your online content marketing strategy should focus on the things that will allow you to show off the full extent of your knowledge. When you create content that engages your customers, the responses they give you will help you to better understand their needs. By utilizing the feedback you receive, you will provide value to your visitors. This will help them to build trust in you.

4. Organized information

As the visitors on your site find your content more interesting, they will inevitably want to explore more of your site. To help your visitors navigate through the content on your site, you should arrange all of the content in a way that enables visitors to jump from one video or article to another as they become more interested in finding out more about you and your site.

5. Offer timely and helpful guidance

The purpose of your content is to inform your visitors. This will make them more aware of a problem they have that your company can solve for them. If your online content marketing is done correctly, it will keep your company in the mind of your customers.

6. Listen carefully

To have a successful business, you must listen carefully and understand who exactly your customers are, what problems they need you to solve and how you can use this information to create content that focuses on those specific problems. This will help your online content to connect with your target audience and turn them into customers. As the evolution of the digital world continues, so will the role played by online content as a tool that attracts visitors and turns them into customers.

7. Content helps customers find you

Along with the ability of content to increase the amount of trust your customers have in you, it can also create an easier way for you to reach your desired audience by the means of search engine optimization (SEO). Since search engines are the most common way that people will use to find your site, content such as articles about commonly searched topics will help to construct your SEO foundation.

8. Showing up on social media

After you have a firm grasp of online content marketing, you can have your digital content posted and shared on various social media platforms and networks. This will increase the link juice that all businesses require to rank high on search engines. You must always remember that solid online content will always raise your credibility with your visitors. As your influence grows on your particular topic area, it would be wise to try to get the attention of opinion leaders who can assist you in getting your digital content out to a wider audience. This will help to improve your status with search engines and visitors. Keep in mind that all of the components in your marketing strategy will work together with your online content marketing. This means that online content marketing should be combined with your advertising. This will ensure that you can nurture your leads in the most effective manner possible, eventually turning them into loyal customers.

A 30-something living in Miami Beach. Founder of MarketKarma and CouponMate. I can be contacted via LinkedIn or my blog.

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